Norman Fairclough

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  • Created by: Sophie
  • Created on: 20-04-13 16:07

Some lingusists such as Fairclough place a key focus on the link between language and society and see all texts as being underpinned by strong ideological perspectives. This branch of study, called critical linguistics or crisitcal discourse analysis, contends that no example of language use is ever completely neutral, but always contains elements of some ideological and often controlling viewpoint. 

Synthetic personalisation 
This term coined by Fairclough suggests that advertisers and media organisations often create a personal tone when addressing consumers. This creates the idea that they are addressing an indiviual rather than…


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